CORA X BOSTON ATHLETIC ASSOCIATION

Cora approached us with a question: how can we strategically position Cora as a significant player in the pads market, leveraging the launch of their innovative "Made-to-Move Pad"?

OUR SOLUTION?

  • Building a 360 campaign around the Boston Marathon with the goals of building IRL community and brand awareness, connecting with target users, sampling the new pad, and establishing Cora as the main period care player amongst active people who get their period.

  • Our BAA sponsorship gave us an experiential presence at the Expo where 265,000 people attend, 15 spots in the 5K, and promotional assets via the BAA’s website, social media, and newsletter.

  • Decked out in coral and purple and equipped with 8,500 samples of the new Made-to-Move pad, Cora’s booth at the BAA Expo was the spot to visit. From Friday through Sunday, people stopped by to hear about the product, pick up a sample, and snap a photo at our photo booth (and get their custom trading card made!). The photo booth and product sampling were hits, drawing huge crowds and lines from the Expo’s large, international audience.

  • As part of Cora’s sponsorship of the BAA 5K, Cora received 15 bibs as well as a booth in the Boston Commons the morning of the race. This event hosts 10,000 runners as well as about 2,500 spectators. We worked with 10 influencers and 5 students from Boston University to run the race. We also created a partnership with Fabletics to dress the runners in their Cora “uniforms”! We created an on-site Cora experience where we handed out 3,000 product samples in only two hours.

  • We partnered with Red Sox manager Alex Cora. Not only did he run the 5K, but we also played off of the matching “Cora” name! In addition to running the race with his 21 year old daughter, Alex spoke to the importance of women and girls in sports and why Cora is working to support female movers. We dressed him and his daughter in Cora merch for photos and even created custom Cora ❤️ Cora shirts.

  • One of Cora’s priorities for the campaign was increasing brand awareness and product sampling amongst college students. With that in mind, we sought to take over the “Scream Tunnel,” an iconic cheer zone at mile 14 of the Boston Marathon race course at Wellesley College. We partnered with Wellesley College via the Student Wellness Center and their chapter of Period club, creating a paid college ambassador program for Marathon Monday (fondly called MarMon), a celebratory pre-race dinner, and overall asserting Cora’s presence and brand awareness on campus. This was not only a success in the eyes of the Wellesley faculty and students, but also is a great case study for future Cora college ambassador programs.

  • We found, negotiated with, and contracted 10 influencers to be a part of our campaign at the 5K and Wellesley dinner. Hailing mostly from Boston, the diverse group of fitness and wellness girlies were lovely to work with and loved Cora - this is evident in both the qualitative and quantitative results of the campaign. Not only did they share how much they enjoyed themselves, but most also posted organically about Cora in addition to their paid posts. Influencers proved to be a strong way to build local community, brand awareness, and create a visible impact on social media. Plus - we now have a strong group of creators to re-engage and seed product to in the future!

  • WCPG secured 13 brand collaborations. We worked with like-minded brands to increase the impact and visibility of the campaign and new product. In addition to receiving product from these brands for the gift bags and other giveaway opportunities, we formed a special partnership with Fabletics. They dressed our 15 runners for the 5K, and posted a collaborative giveaway. The Fabletics partnership reached over 2 million users and helped increase Cora’s Instagram by over 300 followers.

  • Between all of the opportunities with the BAA (expo, 5K, MarMon) plus partnerships with colleges and fitness studios, we sampled a total of 31,900Made-to-Move Pads.

  • In celebration of the Boston Marathon runners, Cora donated 2.6 million period care products to people in need. Over the next two years, Cora will be making quarterly donations to two organizations, I Support the Girls and Dignity Matters - period care distributors who address period poverty. Both I Support the Girls and Dignity Matters attended Cora’s cheer zone at MarMon.